Hubt

2024AITrendsforMarketers:

HowAIIs

DrivingPersonalProductivityandBusinessGrowth

AITrendsReport

TableofContents

FOREWORD

AnAI-PoweredFutureforMarketing3

INTRODUCTION

AIIsHeretoStay—AndThat,saGoodThing

5

CHAPTERONE

MarketersAreAddressingAIHesitation8

CHAPTERTWO

AIIsDrivingCareerMomentumforMarketers13

CHAPTERTHREE

MarketersAreNavigatingContentCreationwithAI20

CHAPTERFOUR

WhatMarketingLeadersAreSayingaboutAI26

CHAPTERFIVE

InvestinginAIforaPowerfulFuture30

CONCLUSION

SmarterMarketingforBetterCRM35

AITrendsReport

FOREWORD

AnAI-Powered

FutureforMarketing

KippBodnarCMO,HubSpot

There’snodenyingit—lastyearposedalotof

hurdlesformarketers.Financialinstabilityandrestructuringseemedtobecommonthemesforbusinesseseverywhere,regardlessofindustry.

Butmarketersdidn’tshyawayfromthechallengesfacingtheirteams.Infact,theyweremoreresilientthanever.

Asmarketers,we’retaskedwithaheavy

responsibility.Westart,nurture,andrebuild

customerrelationshipsinwaysthatempower

ourcolleaguesinsalesandcustomerexperience(CX)tosucceed.Totickthoseboxes,wehavetothinkcreatively.Andin2023,that’sexactlywhatmarketersdid—it’spartofwhywesawasharpincreaseinartificialintelligence(AI)usage.

Whenwestepoutsideourday-to-dayroutinesandexaminemarketingfromanewangle,it’seasy

toseehowAIseamlesslyfitsintotheequation.

There’snoshortageoftools,afterall,thatuseAItostreamlineroutineprocesseslikeemails,give

socialmediacaptionsapersonaltouch,andevenbreathenewlifeintolegacytools.Businessleadersarecatchingontothetrend,aswell.According

toourresearch,we’reseeingdirectors,VPs,andexecutivesstarttoprioritizeAIintegrationswiththeirmarketingteams,andrealizewhatthat

efficiencyboostcandoforbottomlines.

IncreaseinmarketingAItoolusage

74%

21%

20222023

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So,howdomarketersactuallyfeelaboutAI?Areweactuallyusingthistechinpractice?

Theshortanswerisyes.Thelongansweristhat

marketersdon’tjustuseAI—they’reusingittogivethemselvesalegupintheircareers.

AIisaccelerating,andmarketingismoving

forwardwithit.Butjustbecausemarketersare

usingAIdoesn’tmeanthatthetechisgoingto

displaceemployeesorleadtodownsizing.Those

concernsarestillreal,butdisruptortechnologylikeAIisalwaysgoingtocausesomediscomfortwhenit’smovedfromtheoryintopractice.

Inourresearch,we’veseentimeandtimeagainthatAIisatooltoimproveworkflows.It’snotself-sufficient,andit’sdependentonhuman

knowledgetogeneratesomethingthat’sworthyourcustomers’time.

IfyourprimaryconcernaboutAIisthatit’llreplaceyourroleatyourorganization,rememberthis:

68%

ofmarketerssayAIhashelpedgrowtheircareers

4

You’reamarketer.Andyourfutureisyourstodecide.

AtHubSpot,webelieveingrowingbetter.And

that’sexactlywhatAIcanhelpmarketersdo.It

canhelpuslearnnewskills,getmorefreetimefortheworkweenjoy,createcoolcontent,andcrushKPIsforourorganizations.Ifyou’rereadytostartgrowingbetter,we’rereadytomeetyouhalfway

withresearch,tools,andindustryinsightsthat’lltellyoueverythingyouneedtoknowaboutAI.

So,let’shearfromthemarketingprofessionalswesurveyedwithTheNextWave—andseehowtheyusedAItodriveresultsfortheirbusinesses.And

forthemselves.

Introduction

AIIsHeretoStay—And

That’saGood

Thing

Hubspt6

AITrendsReport

DoMoreofWhatYouLovewithAI

There’sareasonwhynearly75%ofmarketersbelieveAIwillbecomeaworkplacestaplewithinthe

comingyears.Whenitcomestoautomation,customerengagement,anddataanalysis,AI-poweredtoolsactlikeanaceupamarketer’ssleeve.Accordingtothemarketerswesurveyed,thedaysofmanually

personalizingeveryemailandporingovermassivespreadsheetsarenumbered.

Morethan74%ofmarketers

believethatmostpeoplewilluseAIintheworkplaceby2030

ButAIisn’tjustablankettermthatcanaddresseverymarketingchallengeatonce.Sincethevirallaunchof

DALL.E

,newAItoolshavefloodedthemarket,eachaccomplishingauniqueobjective.

Generativeimagetoolsspeedupcontentcreation,textgeneratorsmakeemailandcaptionwriting

moreefficient,andmachinelearningtoolstake

theliftoutofdataanalysis.Today,marketersuseacombinationofAI-poweredtoolstoimprove

customerrelationshipsatscale.

LookingforanAImarketingsolution?

VisitFutureTools

tofindAI-poweredsoftwarethatworksforyou.

AIhasthepotentialto

supportanumberoftasksinamarketingdepartment.Inour

conversations,welearnedthatmarketerswerecommonlyusingthetechnologyto:

?Optimizeemailsforbettercustomerexperiences

?Iteratetaglinesandslogansfortheirbusinesses

?Strengthentop-of-funneloutreachthroughdataanalysis

?Acceleratecontentcreationatarapidrate

Mostpopularmarketingtoolsinoursurvey

Chatbots

35%

AICRMsoftware

25%

AIproductivitytools

VisualAItools

23%

23%

Textgenerationtools

22%

Hubspt7

AITrendsReport

Butmarketersaren’texclusivelyonboardingnew

AItools.Techprovidersaresupplementingexistingproductivitytechnologythatmarketersalready

knowandlovewithAIcapabilitiesthatcannotonlymaketheirdayseasier—itcanmakethemmoreefficient.

AIupgradestoexistingtools

Gemini.

Thischatbotpoweredby

GoogleAIrivalsotherpopulartext

generatorslike

ChatGPT.

It’savailableforfreeasaGoogleWorkspaceapp.

Grammarly.

Marketersare

likelyfamiliarwithGrammarly’s

spelling,grammar,andreadabilitysuggestions—butthetoolhasgottenanAIupgradetomakewritingmoreseamless.

HubSpot.

WeuseAItechnologytosupportsales,CX,andmarketing

teamswithtoolstheyneedtofosterbettercustomerrelationships.

WithAIupgradestoexistingtools—andnew

softwareenteringthemarketdaily—marketers

havemoretimetofocusontheaspectsoftheir

jobthattheylove.Whetherthat’screatinganew

campaignstrategy,interactingwithcustomers

oneonone,orbrainstormingwaystogrowtheir

careers,AIgivesmarketersmoreagencyovertheirroles.Andmarketingleadersareresonatingwith

theboostinproductivity.

74%

ofmarketingprofessionalssayAI

usageincreasesthroughexisting

toolintegrations

WhiletheriseofAIstillleavessomemarketersuncomfortable,we’rededicatedtohelping

marketersunderstandthetechnologybetter.

That’swhywesatdownwithmarketersfrom

leadingbusinesses.Inoursurvey,wediscovered:

?HowmarketersfeelaboutAItoday

?WheremarketersareusingAItogrowtheircareers

?WhatAImeansforcontentcreation

?HowmarketingleadersseeAIintheirbusinesses’futures

?Whattools,tips,andtricks,marketerscanleveragetoday

So,let’sdiveintothestateofAI,

andseehowmarketerslikeyouare

usingthetechnologytogrowtheir

careers,supporttheirteams,anddriveengagementfortheirbusinesses.

Chapter1

MarketersAreAddressingAIHesitation

9

AITrendsReport

ReplacingFearwith

Confidence:

Marketers+AI

BeforeweexploresentimentsfrommarketerswhoarealreadyonboardwithAI,it’simportantto

acknowledgethattherearestillmanyprofessionalswhoareskepticalaboutthetechnology’simpact.

Fromfearsofbeingdisplacedbythetechnology

toethicalconcernsaroundcopyrightinfringement,marketerswhoapproachAIwithagrainofsaltarepractical—andinthepast,they’vebeenrighttobeconcerned.

However,advancementsinpolicy,bestpractices,andworkplaceimplementationmayhelpsome

marketersfeelmorecomfortable—andconfident—asAIenterstheworkplace.

Let’stakeacloserlookatsomeofthemost

commonconcernsthatmarketershaveaboutAI,andwhatthey’redoingtoaddressthem.

CommonconcernsaboutAI

?Underminingcompetency

?Negativelyimpactingrelevancy

?Reducingjobsecurity

Underminingcompetency

Marketerswearalotofhats.They’reoften

responsibleforsocialmediametrics,customer

service,andwebperformance,amongother

KPIs.So,whenitcomestoAI,marketerswhoareoverextendedmayfeelfrustratedaboutadding

yetanothertooltotheirkit—butfeelpressuredtomoveforwardanyway.Infact,morethanhalfofthemarketerswesurveyedsaidtheyfeelatrisk

ofbecomingirrelevantiftheydon’tlearnhowto

useAIintheirworkflows.ThispressuretranslatestosentimentsthatAIunderminesamarketer’s

competencyatwork,makingthemappearbehindthecurvecomparedtootherprofessionalsin

thefield.

57%

ofmarketersfeelpressure

tolearnAI,orriskbecoming

irrelevant

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10

Industrytrendsoftenmultiplythispressureandmakeitfeelmoreimmediate.Heavierworkloads,fasterturnarounds,and

understaffing

allleadtomarketersfeelinglikethey’reattheendoftheirrope.

Whileit’sundeniablethatAIisbecomingcommonplaceinmarketing,thatdoesn’tmeanmarketerscan’tstaycompetitiveinthechanginglandscape.BylearningmoreaboutAI’sfunctionality,howitworks,andwhatitcandotohelp,marketerscanfeelmorecomfortableasthetechnologyintegrateswithfamiliar

tools.Andtheycancalmtheirfearsaroundrelevancy.

ReadyforanAIcrashcourse?Learnmoreabout

HubSpotAcademy’sfreetraining,

AIforMarketing.

Negativelyimpactingrelevancy

Thereareafewreasonswhymarketersfeelthisway,including:

EarlyadoptersofAIfeeloptimisticaboutits

potentialtodrivetheircareersforward.But,for

marketerswhoaremoreskeptical,thetechnologycanfeellikeasignificantblockerintheirpath

towardsupwardmobility.Where68%ofmarketersfeltAIofferedaboosttotheircareer,therestwerelessenthusiastic.Asaresult,marketerswhohave

concernsaboutAIfeelthatthetechnologymakestheirroleslessrelevanttotheir

organization’ssuccess.

?LackofunderstandingaboutAI

?Misuseofthetechnology

?LongadoptiontimesfornewAI-poweredworkflows

WhenmarketersstruggletounderstandAI’s

impact—orhowtoimplementthetoolsatall—theymayseemomentarydipsintheirproductivity.

Marketerswhofearbecomingirrelevantinthe

riseofAItechnologymightconsidertakingastepback,gainingafoundationalunderstandingofthetechnology,andreachingouttocolleagues

forsupport.

AITrendsReport

Reducingjobsecurity

Oneofthemostcommonlyvoicedconcerns

aroundAIisitspotentialtoreplacehuman

workers.Accordingtooursurvey,thissentimentwasstillprominentinthemarketingindustry.

Nearlyhalfofmarketersstatedthattheyfelttheirjobs—andtheentirejobmarket—wereatriskof

beingreplaced.

OutlookfrommarketersonjobsecuritywithAI

MarketerswhofeelconcernedaboutlosingtheirjobstoAIcantakeafewstepstofeelmoreconfident—besidesstayingpatient.

1.Conductresearch.

SignupforfreecoursesandseehowAI’strajectoryischanginginrealtime.

48%

ConcernedthatAIwillreplacetheirjobs

46%

ConcernedthatAIwillreplacealljobs

2.Seeitinaction.

Getafreedemo,partnerwitha

colleague,orexperimentwithuser-friendlyAItools.Facingtheunknowncanmakeitfeellessdaunting.

3.Optforautomation.

ConsiderhowAIcanreduceliftfortime-intensivemanualtasks.

Byfreeingupworkingtime,marketerscanfocusonmorecreativetasksthatfeelmorerewarding.

Astimeprogresses,webelievethisconcernwill

essentiallyaddressitself.Marketingisarobust

industrywiththeneedforhumanengagementateverystageofthecustomerjourney.Whileit’struethatAIcanautomatesomeroutinetasks,suchasbasiccustomerservice,messagingcustomization,andsomecreativegeneration,it’salsotruethatAIisatool,notanalternative.

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12

HowAItoolswork

UnderstandingAIcanhelpmarketers

visualizeitspotential—anditslimitations.

Textgenerators.

AIusesamanualprompttocreate

suggestionsforcontent.Theseoutputsareoftensubstantial,butlackahumantouchthatmakesthewritingfeel

authentic.

Imageandvideogenerators.

Byusingprompts,thesegenerators

compileexistingdatasetstocreate

anetnewoutput.Thistechnologyisgrowing,butblurrybackgrounds,lackofdetail,andonscreentexterrorscanallshowalackofhumanity.

Dataanalysis.

Machinelearningtoolsparsedata

andprovideinformedsuggestions

aboutengagementtactics,suchas

metadescriptions,SEOkeywords,

andtaglines.Marketersshouldalwaysqualitycontroltheseoutputs,asthetechnologycanmakemistakes.

Learnmoreabout

AI’sroleinmarketing

throughtheHubSpot

BlogandTheNextWaveonYouTube

?

AIinDigitalMarketing—

TheCompleteGuide

?

TheRiseofGenerativeAI

VideoTools

TheBottomLine

AIisheretostay,butmorethanhalfofmarketersarestillhesitantaboutitsgrowingroleinthe

industry.Commonconcernsaroundcompetency,relevancy,andjobsecurityleavesomemarketersfeelinguncertainaboutanAI-poweredfuture.

Stayinginformed,trialinglow-liftfreeproducts,andusingAIfortaskautomationcanhelp

marketersassuagefearsaroundAI—andboosttheircareerswithatoolbuiltforproductivity.

Chapter2

AIIsDrivingCareer

Momentum

forMarketers

14

25%

AITrendsReport

SevenLeadingUseCasesforAIinMarketing

Withcommonconcernsaddressed,let’spivotanddiscusshowsurveyedmarketersusedAItotheiradvantage.

Ataglance,marketersusedAItoempowermoreefficientworkflowsandhavemoreenjoyable

experiencesatwork.Whilethismightsound

likeano-brainer,there’scarefulnuancetothese

benefits,eachpoweredbyastrategicmovefromamarketingprofessional.

Aswe’vealreadydiscussed,marketersuseda

combinationofexistingtoolsandnewsolutionstoleverageAI’spotentialintheirworkloads.

Whileupgradestoexistingtoolswereakey

driverofAIusage,optimisticmarketersalsosawutilityinonboardingnewtools—especiallywhentheyreceivedsupportfromleadershipattheir

organization.Asaresult,marketersfeltmorefulfilled—andtheyfeltmoreconfidentintheirpotentialforfuturecareergrowth.

75%

73%

73%

73%

70%

70%

64%

HowmarketersuseAI

Accordingtooursurveyresults,thereweresevenpopularwaysthatmarketersusedAItosupporttheirday-to-dayresponsibilities:

?Manualtaskautomation

?Taskprioritization

?Enjoyability

?Productivity

?Creativity

?Dataanalysis

?CRM

ReducemanualtasktimeFocusmoreonimportanttasksFocusmoreontaskstheylove Becomemoreproductive Becomemorecreative ConductbetterdataanalysisUnderstandcustomersbetter

AITrendsReport

WhattaskscanyouautomatewithAI?

?Customersupportviachatbots

?SEOkeywordresearch

?Emailpersonalization

?Voiceandtoneadjustments

?Websitemetadescriptions

?Marketsegmentation

?Summarization

?Calls-to-action(CTAs)

Manualtaskautomation

Lastyear,75%ofmarketersusedAItoreduce

thetimetheyspentonmanualtasks.That’s

asignificantportionoftheindustry,andit

demonstratesAI’spotentialtostreamlinemanualprocessesacrosstheboard.ByhandingoffroutinetaskstoanAI-poweredtool,marketersnotonly

improvetheirownworkflows—theyalsosupportahealthierbottomlinefortheirorganization,aswell.

Tip:YoucanuseanAI-poweredtextgeneratortocreateA/Btestingoptionsfortaglines,captions,metadescriptions,andCTAs.

Taskprioritization

ByhandingoffroutinetaskstoanAItool,

marketersgainmoretimeintheirworkdays.

Theycanusethatextratimetofocusontasks

thatrequiremorestrategicthinking—orhavethepotentialtodrivebetterresultsfortheirbusiness.Someoftheseintensivetasksmightinclude:

?Creativeideation

?Campaignmanagement

?SWOTanalysis

?Competitorresearch

?Interdepartmentalcollaboration

Ofcourse,AIcanalsohelpstreamlinetheseintensiveprojects,aswell.Sometools,

like

HubSpotAI

,helpanalyzecampaign

performanceanalyticsandofferinsightsthatmarketersmayhaveoverlookedontheirown.With73%ofmarketersalreadyusingAIto

helpwithtaskprioritization,there’sastrongcaseforexploringthisfurther.

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Enjoyability

BeyondtheKPIs,performancereports,andtimesavingcapabilities,there’sonekeyperkofAIin

marketing.AIhelpsmarketersspendmoretimedoingthingstheylove.

Marketersoftenspendvaluabletimehandling

routinecustomerinquiries,fine-tuningproduct

descriptions,orevenrewritingwebcopytobettercommunicateauniquevalueproposition(UVP).

And,whilemanymarketersrecognizethese

responsibilitiesasavitalpartoftheirrole,there’salsotheopportunitytohandoffthesetasks—

andspendmoretimeonthingsthatmakethemfeelfulfilled.

Afewwaysmarketerscanbetterspendtheirtime,thankstoAI

Creativeexploration.

Moretimetothinkoutsidetheboxcanresultinmorecompellingcampaign

assets.

Criticalanalysis.

WithsupportfromAI-poweredsoftware,marketerscandigintodataanddiscovernewinsightsthatmaypowermore

effectivecampaigns.

Collaboration.

Whenmarketersaren’trelegatedto

silostomeetheftydeadlines,theycanspendmoretimeworkingtogether.Thatimprovedcollaborationcanimprovejobsatisfaction—andleadtobetterofficemorale.

Opportunitiestogrow.

AsmarketerslearntostreamlinetheirworkflowswithAI,theycanspendmoretimepursuingprofessionaldevelopmentopportunities.Thesepersonal

investmentscanhelpthemaddressbusinessgoalsmoreefficiently—andpursuecareergrowth.

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Productivity

Withbettertaskprioritizationinplace,it’sclear

thatAIcanhelpdriveproductivityformanyroleswithinamarketingteam.Nearly75%ofmarketersindicatethatAItoolshelpthembecomemore

productiveatwork—andthattranslatestobenefitsfortheirbusiness,aswell.

Whenmarketersaccomplishmoreduringtheirday,theyhavethepotentialtoreachmorecustomers,

increaseengagement,andsupportsalesteamswithmaterialsthatmoveleadsdownthefunnel.

Bystreamliningdailyworkflows,AIcanhelpamarketingteamgeneratemoresalesleads,resultinginbetterROIpotential.

Nearly

86%

ofmarketerssayAIsavesthem

1+hoursadaybystreamlining

creativetasks

Creativity

Marketingoffersavarietyofcreativerolesthat

helpprofessionalsfeelfulfilled—andrewarded—intheircareers.And,accordingtooursurvey,70%

ofmarketerssaidthatusingAItoolshelpedthembecomemorecreative.

Whenmarketershandofftechnical

communications,basicdataanalysis,and

optimizationtoAIsoftware,theycanfocuson

projectsthatrequiremorebrainpower.But,beyondthat,AIcanserveasaninspirationtooltohelp

overcomewriter’sblock,seeaproblemfroma

newangle,andfindcreativewaystoreposition

aproductorservice.Marketerswhousetext

orimagegeneratorsoftenfindthattheycan

accomplishmore.Infact,nearly86%ofmarketerssaidthatAIhelpedthemsavemorethananhoureverydayoncreativeideation.

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Dataanalysis

AIsoftwarecanactlikeacompaniontoolfor

marketerswhoperformdataanalyticsonaregularbasis.Entrustingmarketingdata,campaign

analytics,andcustomerdemographicstoa

secureAI-poweredtoolcanhelpmarketersparsemoredataonafastertimeline.Lastyear,70%

ofmarketersusedAItohelpstreamlinedata

analysis—andnearlyhalfofmarketerssaythe

softwarecaneffectivelyanalyzedataonitsown.

ByintegratingAItoolswithdataanalysis

workflows,marketerscanpotentiallyidentify

newcampaignstrategies,outreachmethods,or

engagementtacticstheymayhaveoverlooked

otherwise.Asaresult,marketerswithmoreattunedstrategiesareinabetterpositionforgrowthat

theirbusiness.

Nearly

44%

ofmarketerssayAIisveryeffectiveatperformingdataanalysis

CRM

Whilecustomerrelationshipmanagement

mayseemmorevaluabletocustomerservice

departments,manymarketersuseCRMtacticstodevisecampaignsthatdrivebetterengagement.

Forexample,64%ofmarketerssaidtheyused

AItoolstogainabetterunderstandingoftheir

customers.Withthisstrategy,marketerscan

analyzeacustomer’shistorywiththeirbusiness—includingpastcustomerservicecalls,resolved

tickets,andevensocialmediaengagement—to

createmarketingassetstailoredtocustomer

interests.WithsupportfromAI,marketerscanfindrecommendedwritingstyles,keymessages,and

proofpointsthatwillresonatemorestronglywithcustomersatscale.

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Prioritizesecurityaboveallelse

WithsomanyAItoolsonthemarket,it’s

sometimesdifficulttoknowwhichsolutionis

therightchoiceforyourorganization.Butbe

cautiouswhenexploringAIsoftware—noteverysolutionoffersbest-in-classsecuritypractices,

andconfidentialdatamaybeatriskofdata

leaks.Additionally,manyAImodelsusecustomer-provideddatasetstogenerateoutputs.

FollowthesetipstomaintainsecuritywhenusingAI:

ConsultwithyoursupervisorandITdepartment.

Alwaysconfirmthatatoolisapprovedbeforeinputtingsensitivedata.

Becautiouswithfreetrials.

WhilesomeAIsolutionsmayappeartohavenostringsattached,theymayretainsensitivedataafteryourtrialiscomplete.

Choosetrustedsoftware.

Consideroptingforsolutionsfrom

AIexpertswithproventrackrecords

ofreliability.BrushupontheirpoliciestounderstandwhatproviderscanofferthemostsecureAIservicesforyour

business.

TheBottomLine

ThereareanumberofusecasesforAIin

marketing—butsevenpopularusecaseshelpedsurveyedmarketersbuildtheircareermomentuminapromisingway.Bystreamliningmanual

tasksandprioritizinglargerprojects,AIhelped

marketersbecomemoreproductive—and

creative—withimproveddataanalysis.Additionally,insightsfromAI-poweredCRMhelpedmarketers

demonstrateahighlevelofcustomercareattheirorganizations.Byrelyingonsecuresolutionsthatprioritizedatasafety,marketerscanposition

themselvesasvaluableresourceswithintheirbusiness,andmovetheircareersforward.

Chapter3

Marketers

AreNavigating

ContentCreationwithAI

AITrendsReport

KeepingPaceinanAgileMarket

Acrossdigital,physical,andsocialmarketingchannels,thecontentcreationboomhasledtohigher

expectationsformarketingthaninpreviousyears.Tostayrelevant,marketersareoftentaskedwithlargeworkloadsandtightturnaroundsthatmayleavesomeprofessionalsfeelingoverwhelmed.Asbusinessesacrossindustriesleanintocontentcreationtrends,marketersarefindingnewtacticstoaccomplish

theirgoals.

Tokeepupwithincreasingdemandsforalways-oncontent,marketersareusing

creativesolutionslike

AI

toincreaseproductivitywhilealso

guardingagainstburnout

.NearlyhalfofmarketerswhousedAIintheirrolefoundwaystostreamlinecontentcreation.

Marketersknowthathigh-fidelitycontentcreationisalengthy,involvedprocess.Jugglingexpectationsfrominternalstakeholders,polishingcontentforexternalengagement,andmonitoringperformanceonthebackendareallamplifiedwhencreatingcontentforamoreupscaleaudience.

That’swhereAIcomesin.

PopularusecasesforAI

Learninghowtodothings

Research

Brainstorming

40%

34%

34%

21

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22

LeveragingAIincontentcreationcanempowermarketerswithmoreattunedcampaignsthatdeliverbetterresults.

Inthischapter,we’llfocusoncontentcreation,andwaysthatmarketersfoundwaystostreamlineproductionprocessesthroughouttheyear.

AI+Writing:

BestPracticesfromMarketers

43%

43%ofmarketerswhouseAIdosotocreatecontent

Acrossindustries,marketerssuggestedthat

AIwasespeciallyusefulwhencreatingwritten

contentfortheirbusiness.Forexample,about40%ofmarketersusedAIasaneducationaltoolto

supportbetterwriting.Similarly,aboutathirdofmarketerssaidthatAIhelpedthemunderstand,research,andbrainstormcontentfortheirwrittenmaterials.

Becomingasubjectmatterexpert(SME)ona

topicisn’talwaysfeasibleformarketerswith

tighttimelines.Evenmarketerswithadeep

understandingoftheirorganizationmightoverlookindustrynuancesorincorrectlyusejargoninan

importantpressrelease.But,withAI,marketers

foundthattheycouldconductbetterresearchandwritemoreinformedcontentthatbuilttrustwith

theiraudiences.

AITrendsReport

PercentageofmarketerswhouseAItowritemarketingcopyvs.outlines

46%41%

UseAItowritemarketingcopyUseAItowriteoutlinesformarketingcontent

Buildingresearchskillswasn’ttheonlywaythatmarketersusedAItoimprovetheirwriting,though.Inadditiontoresearchandeducation,marketersalsofoundwaystostreamlinewritingprocessesfromstarttofinishwithAItoolsliketextgenerators.Infact,nearlyhalfofmarketersusedAItowritecopy,ortooutlinepreliminarycontent.

Ifyou’reconsideringusingAItosupplementyourcopywritingtasks,keepthesebestpracticesinmindtocreatematerialsthatareoriginal,attunedtobusinessgoals,andengagingforreaders.

1.Brainstormoriginalcontentideas

AItoolscanhelpoptimizecontent,buttheirabilitytogeneratenewideasisstilllimited.

BecausegenerativeAIcanonlycreateoutputs

basedontheirexistingdatasets,theyoftenlack

thecreativityoruniqueperspectivesthathuman

marketersbringtothetable.BeforeopeningyourAItoolofchoice,considerbrainstormingsome

23

originalideasandexperimentingwithwaysthatAIcanbesthelpyoumeetyourcontentgoals.

2.M